Whether he paints with images, words, or a combination of the two, a master communicator knows his palette. He understands his media and his audience. For him, creativity doesn't always appear in a flash of brilliance. More often than not, it blooms like a close, steady relationship with a trusted friend.
How many Super Bowl commercials have you seen that were wildly "creative" but still fell flat because what they showed or said just didn't touch you?
Creative story-telling paints with engaging language and imagery your target audience understands. It appreciates their intelligence, tastes, motivations and needs. It cuts through all the background noise and the clutter of cliche.
Real creativity moves people—from curiosity to wonder to action.